Advertising Industry of India:Problems and Prospects

Advertising in India has achieved a level of maturity in the last two decades which is incredible and also it is one of the fastest growing markets in the world due to the size of its population and its increasing prosperity. The 21^st century has brought many dramatic changes in the field of advertising. This will have a tremendous impact on advertising issues in India. Over the years, Indian advertising industry has made unprecedented growth. Due to the liberalization and globalization, advertising was never so focused as it is today. It is getting focused to draw in people at retail points and advertisers to showcase their marketing messages. This paper makes an attempt to discuss the efficacy of innovative advertisement media which are being used in the Indian Advertising Industry and also to discuss the future prospects of advertisement industry in India.